create generic campaigns with adcore amsterdam adcore university presents:

Create generic campaigns with adCore

AmsterdamadCore University Presents:

Presented by:

Points: 45,000Rank: 4Level: Platinum

Talia SchmidtProduct Manager

AMSTERDAM

Dynamic Campaigns

Beyond the LongTailBeyond the LongTail

AMSTERDAM

This Sessions ThemeThis Sessions Theme AMSTERDAM

Maximizing Value From adCore’s Dynamic Maximizing Value From adCore’s Dynamic CampaignsCampaigns

Agenda

• Overview – dynamic campaign, feed and LongTail

• Utilizing our existing product feed to create generic campaigns!

• Getting more from our existing long tail campaigns

• Add even more power via adCore optimization…

AMSTERDAM

Dynamic campaigns Dynamic campaigns overviewoverview

AMSTERDAM

LongTail – What Does It Mean? AMSTERDAM

Define LongTail

3 Easy Ways to identify a LongTail campaign

• Keywords

• Product level Destination URLs

• Specific ads

AMSTERDAM

What is a Dynamic Search Campaign? AMSTERDAM

Dynamic Search Campaigns in adCore AMSTERDAM

What is a Feed?

• Generated from your client’s website.

• Hosted on a URL.

• Two feed formats:• XML • Tabs Delimited.

***Note: adCore also has an option to upload a CSV file (which is NOT dynamic)

AMSTERDAM

The answer is in the feed!

Go Generic AMSTERDAM

Utilizing our existing Utilizing our existing product feed to create product feed to create generic dynamic generic dynamic campaigns!campaigns!

AMSTERDAM

“Basic” Feed – Few Feed Fields AMSTERDAM

“Robust” Feed – More Feed Fields AMSTERDAM

Generic #1

KeywordsKeywords

AMSTERDAM

Go Generic

•[brand] [category] Bowers and Wilkins Speakers

•[brand] [subcategory]Bowers and Wilkins In-Wall Speakers

Use your feed fields to make generic keyword combinations.

AMSTERDAM

Generic #2

Destination URLsDestination URLs

AMSTERDAM

Great Feed – More Levels of URLs AMSTERDAM

Using a “Basic” Feed

http://www.bestbuy.com/site/bowers-and-wilkins-6-2-way-in-wall-speakers- pair/2165054.p?id=1218312456826&skuId=2165054&st=wall%20speakers&cp=1&lp=2

AMSTERDAM

Using A “Robust” Feed

http://www.bestbuy.com/site/speakers/in-wall-speakers

AMSTERDAM

Cook up the URLs you want

Dynamic functions are pre-made formulas that are built to carry out a task.

AMSTERDAM

Where Are Dynamic Functions? AMSTERDAM

Example- String Clear

This function will clear all data before or after a sign.

AMSTERDAM

Cook up the URLs you want

http://www.bestbuy.com/site/bowers-and-wilkins-6-2-way-in-wall-speakers- pair/2165054.p?id=1218312456826&skuId=2165054&st=wall%20speakers&cp=1&lp=2

http://www.bestbuy.com/site/

<strClear([url],site/,0,1)>

AMSTERDAM

Cook up the URLs you want

http://www.bestbuy.com/site/

<strReplace([url], ,2,-)>

http://www.bestbuy.com/site/[category]/[sub-category]

http://www.bestbuy.com/site/speakers/in-wall-speakers

AMSTERDAM

Search Bar

http://www.examplesite.com/catalogsearch/results/?q=[subbrand]-[mpn]

Original URL

http://www.examplesite.com/nikon-coolpix-s6400-silver-digital-camera.html

Product Name

Destination URLKeyword

Nikon Coolpix S6400 Silver Digital CameraNikon Coolpix S6400 Digital Camera

AMSTERDAM

Search Bar

Original URL

http://www.examplesite.com/nikon-coolpix-s6400-silver-digital-camera.html

Product Name

Destination URLKeyword

Nikon Coolpix S6400 Silver Digital CameraNikon Coolpix S6400 Digital Camera

AMSTERDAM

Search Bar

Keyword Nikon Coolpix S6400 Digital CameraadCore Destination URL http://www.examplesite.com/catalogsearch/result/?q=[subbrand]-[mpn]

Manipulated URLProduct Name Nikon Coolpix S6400 Silver Digital Camera

adCore Destination URL http://www.examplesite.com/catalogsearch/result/?q=Coolpix-S6400Manipulated URL - Result

AMSTERDAM

Results - Conversion Rate

The results are overwhelming.

The 70% increase in conversion rate is attributed to the new destination URLs.

Channel Campaign Date Range Avg. CPC Avg. Pos. Conv. Rate Conv. Cost/Conv. Cost

Google™ Digital Cameras APIProducts - Search

1 Jun, 2014 to 29 Jun, 2014 1 Jul, 2014 to 29 Jul, 2014 -4.94% 9.12% 70.69% 0.00% -44.34% -44.34%

Channel Campaign Date Range Avg. CPC Avg. Pos. Conv. Rate Conv. Cost/Conv. Cost

Google™ Digital Cameras APIProducts - Search

1 Jun, 2014 to 29 Jun, 2014 1 Jul, 2014 to 29 Jul, 2014 -4.94% 9.12% 70.69% 0.00% -44.34% -44.34%

Comparing the month of June, when the destination URLs were the product page, and the month of July, when the destination URLs were a query page, we can see an extraordinary increase in the conversion rate.

AMSTERDAM

Results - CPA

The reduction in the cost per conversion (CPA) and in overall cost of the campaign by over 44% without sacrificing the number of conversions (delta – 0%) means that media dollars are spent more efficiently and that the campaign’s return on investment is much greater.

Channel Campaign Date Range Avg. CPC Avg. Pos. Conv. Rate Conv. Cost/Conv. Cost

Google™ Digital Cameras APIProducts - Search

1 Jun, 2014 to 29 Jun, 2014 1 Jul, 2014 to 29 Jul, 2014 -4.94% 9.12% 70.69% 0.00% -44.34% -44.34%

Channel Campaign Date Range Avg. CPC Avg. Pos. Conv. Rate Conv. Cost/Conv. Cost

Google™ Digital Cameras APIProducts - Search

1 Jun, 2014 to 29 Jun, 2014 1 Jul, 2014 to 29 Jul, 2014 -4.94% 9.12% 70.69% 0.00% -44.34% -44.34%

AMSTERDAM

Exercise.

AMSTERDAM

URL Building Exercise AMSTERDAM

Sample Product Landing pages from the Timberland website:

http://shop.timberland.com/product/index.jsp?productId=15207396

http://shop.timberland.com/product/index.jsp?productId=12885835

URL Building Exercise AMSTERDAM

URL Building Exercise

How would you change the Product URL's below to create category URLs?

http://shop.timberland.com/product/index.jsp?productId=15207396

http://shop.timberland.com/search/index.jsp?keywords=Hiking+shoes

AMSTERDAM

How would you change the Product URL's below to create category URLs?http://shop.timberland.com/product/index.jsp?productId=15207396http://shop.timberland.com/product/index.jsp?productId=12885835

http://shop.timberland.com/search/index.jsp?keywords=Hiking+shoes

URL Building Exercise - Solution AMSTERDAM

Result

http://shop.timberland.com/product/index.jsp?c=1004131&productId=29069086http://shop.timberland.com/search/index.jsp?keywords=Hiking+shoes

AMSTERDAM

AdsAds

Generic #3 AMSTERDAM

Language In the ad

Focus On What Matters AMSTERDAM

More ad examples

• Price In The Ad

AMSTERDAM

Go Hybrid! Go Hybrid!

Go Even Further AMSTERDAM

What is adCore Hybrid Mode?

adCore synchronizes the ad groups

You can manually alter the ad copy, and keywords in your advertising Platform

AMSTERDAM

Why Use Hybrid Mode?

Examples:

When Keyword variations you want are not available from the Feed.

When you want to place full attention to the ad variations.

AMSTERDAM

Activate Hybrid Mode

How to activate Hybrid mode in adCore:

AMSTERDAM

Hybrid mode LOGIC

Keyword Destination URL

Parameters

AMSTERDAM

Getting more from our Getting more from our existing long tail existing long tail campaignscampaigns

AMSTERDAM

There Is LongTail & There Is LongTail AMSTERDAM

Manage your Tail

•Adjust your keywords

•Less is more

•Go board

AMSTERDAM

Lets make keywords AMSTERDAM

Keywords

[Product_Name]

Insignia 19" Class (18-1/2" Diag.) - LED 720p 60Hz HDTV

AMSTERDAM

StrRemoveEnclosed

This function will remove text that is within parenthesis as well as the parenthesis themselves.

AMSTERDAM

Keywords

[Product_Name]

Insignia 19" Class LED -720p 60Hz HDTV

AMSTERDAM

strClear

This function will clear all data before or after a sign.

AMSTERDAM

Keywords

[Product_Name]

Insignia 19" Class LED

AMSTERDAM

Exercise.

AMSTERDAM

Some Dynamic Functions: AMSTERDAM

AMSTERDAM

Clean up your keywords

1. Nikon D610 24.3-Megapixel DSLR Camera (Body Only) – Black

2. Canon PowerShot ELPH 330 HS 12.1-Megapixel Digital Camera – Black

3. Samsung 40" Class (40" Diag.) - LED - 1080p - 60Hz - Smart - HDTV

AMSTERDAM

Solution 1

1. Nikon D610 24.3-Megapixel DSLR Camera (Body Only) – Black

<strClear([product name],-,0,0>

1. Nikon D610 24.3-Megapixel DSLR Camera (Body Only)

AMSTERDAM

Solution 1

Nikon D610 24.3-Megapixel DSLR Camera (Body Only)

<strRemoveEnclosed([product name])>

Nikon D610 24.3-Megapixel DSLR Camera

AMSTERDAM

2. Canon PowerShot ELPH 330 HS 12.1 Megapixel Digital Camera – Black

3. Samsung 40" Class (40" Diag.) LED - 1080p - 60Hz - Smart - HDTV

Solution 1 AMSTERDAM

Less is more AMSTERDAM

Try This On For Size AMSTERDAM

Don’t Guess -Use Broad Keywords

When you don’t use BROAD keywords.

YOU ARE MISSING UP TO 50% of

POTENTIAL CONVERSIONS

Don’t be afraid of the broad!

AMSTERDAM

Add even more power Add even more power via adCore via adCore optimization…optimization…

AMSTERDAM

Launching Is Just The Beginning

Use the adCore optimization algorithms to give your campaigns even more power

AMSTERDAM

Choose Wisely

After launching a dynamic campaign add automation rules to help grow campaigns and drive more traffic.

Choose your rules wisely…

AMSTERDAM

Discussion.

AMSTERDAM

Discussion

What kind of rules would you add to a recently launched campaign?

AMSTERDAM

Search Terms

Add Search Terms rule

•Search terms with converted clicks

•Search terms based on CTR

AMSTERDAM

Bid Management

Bid management

•Manage bids based on position

•Manage bids based on campaign goal

AMSTERDAM

A/B Testing

A/B Testing

• Test based on CTR

•Test based on CPA

AMSTERDAM

AMSTERDAM

YOU!Thank